Best Places to Buy Gold Online: 3 Reputable Dealers

In November 2024, year-to-date gold returns have hit a massive 32%.

And the value of gold keeps reaching one historical high after another.

That’s excellent news for precious metals investors!

While it’s up to you and your financial advisor to decide whether it’s the right time to buy gold, it’s never too early to find the right gold dealer.

Our latest analysis reviewed 550 data points from 25 gold dealers, with 22 data points collected from each. This information is gathered from company websites, public disclosures, customer reviews, and direct communication with company representatives. This analysis revealed three clear winners among online gold dealers:

How to choose the best gold dealer

Choosing a gold dealer is similar to choosing a car dealer: You need to work with a company you can trust, one with consistently positive consumer reviews, transparent pricing, and service continuity from purchase to sale.

Furthermore, since investing in precious metals is subject to IRS regulations, it is essential to partner with a gold dealer who can help you remain IRS compliant. 

The gold dealers we’ve selected meet all these criteria and more. If you’re in the market for a gold dealer with experience, expertise, and integrity, look no further than these four companies:

• Best overall: American Hartford Gold
• Best intro offer: Anthem Gold Group
• Best price charts: Priority Gold

American Hartford Gold

Best Overall

4.9 _/5

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Why American Hartford Gold is one of the best

Founded in 2015, American Hartford Gold is based in Los Angeles, California, and also has offices in Woodland Hills, California, and West Palm Beach, Florida. The company offers gold and silver coins and bars for sale with many eligible for a precious metals IRA.

Educational information and tools for precious metals investors are available online, including a free gold and silver information guide, interactive charts, informative articles, market news, and commentary.

American Hartford Gold has an online catalog of its gold and silver coins and bars. Details of each item are available, and those that are IRA-eligible are clearly marked. However, you will need to call the company for pricing information. The company will ship your metals to a storage facility you select.

Details

Shipping	Ships orders within 28 days after funds clear, either directly to the customer or to an approved depository. Gold IRA customers don’t pay for shipping.
Storage	Customers can store their metals at home (for non-gold IRA metals), with Brink’s, or with Delaware Depository. Storage fees are generally around $100, though some customers may qualify for free storage.
Returns	Customers can request a full refund up to seven days after receiving their metals
Trustpilot rating (as of Aug. 2024)	4.8/5 out of 1,247 reviews
BBB rating (as of Aug. 2024)	A+ rating; 4.89/5 out of 522 reviews; BBB accredited

Pros and cons

• Over $1 billion of precious metals delivered with thousands of satisfied customers
• Excellent customer reviews
• 7-day satisfaction guarantee
• Up-to-the-minute pricing on metals

• Pricing is only available if you call a representative

Anthem Gold Group

Best Intro Offer

4.7 _/5

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Why Anthem Gold is one of the best

Anthem Gold Group stands out for its attractive introductory offers, making it a top choice for new investors in precious metals. 

The company offers a wide range of gold and silver products, including coins and bars, focusing on customer education and transparent pricing. Anthem Gold Group provides personalized service, guiding clients through investment, from selecting the right products to securing storage options.

Anthem Gold Group offers free storage for up to 10 years for Gold IRA customers, making it a cost-effective choice for long-term investors. Their commitment to customer satisfaction is evident in their positive reviews and strong ratings, reinforcing their reputation as a trusted provider in the precious metals market.

Details

Shipping	Metals ship free within 1 – 3 days either to an IRS-approved depository or directly to the customer
Storage	Customers can choose from several storage facilities. Gold IRA customers can receive free storage for up to 10 years
Returns	Customers can cancel their orders within 24 hours of invoice receipt
Trustpilot rating (as of Aug. 2024)	4.6/5 out of 21 reviews
BBB (as of Aug. 2024)	A- rating; 5/5 out of 32 reviews; BBB accredited

Pros and cons

• Attractive introductory offers for new investors
• Free storage for up to 10 years for Gold IRA customers
• Wide selection of gold and silver products
• Personalized customer service with a focus on education

• Limited to gold and silver investments only
• No mobile app for on-the-go account management

Priority Gold

Best Price Charts

4.6 _/5

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Why Priority Gold is one of the best

Priority Gold offers a precious metals IRA and sells gold and silver coins and bars. It has excellent interactive price charts that let you track the price of metals and compare the returns to the stock market.

The metals it sells can be found online, with details, specifications, and coin highlights listed to help you find the right option for your needs. Pricing details are available over the phone.

Details

Shipping	Not disclosed
Storage	Not disclosed
Returns	No return policy or money-back guarantee
Trustpilot rating (as of Aug. 2024)	4.6/5 out of 31 reviews
BBB rating (as of Aug. 2024)	A+ rating; BBB accredited

Pros and cons

• Up to $10,000 in free silver for eligible accounts
• Up to five years of waived fees for eligible accounts
• 100% tax-free IRA rollover
• Excellent interactive price charts

• Must call to receive pricing information
• Doesn’t sell platinum or palladium

What you need to know about gold dealers

Gold dealers typically sell investment-grade bullion, coins, bars, and other forms of gold online or at a physical location. They may also sell other precious metals and often provide self-directed precious metals IRAs.

You can generally compare metals prices from multiple dealers and make an informed decision based on factors, such as price transparency, selection, and customer service.

Most dealers offer secure home delivery or the option to store your metals in an insured depository, especially if you hold them in an IRA. (The IRS requires that metals held in an IRA be stored in a secure vault.)

Dealers often carry insurance that covers the metals they store for customers. Many also offer insurance on metals shipped to your home. If they offer this service, you may be able to sell your metals to a gold dealer.

Our expert discusses the risks

Erin Kinkade

CFP®

If you aren’t using a well-known and reputable dealer, it’s possible that the gold is not authentic and customer service is poor. Be sure to do your research before purchasing gold from an online dealer. An alternate option to investment exposure to gold is to open an investment account and purchase a gold exchange-traded fund (ETF)—but if you’re seeking to own tangible gold, this wouldn’t satisfy that wish.

How to identify the most reputable gold dealers

When choosing an online gold dealer, it’s important to be aware of potential scams. Buying gold online is safe if you purchase from a dealer with a good reputation and track record.

Here’s how to evaluate a dealer before buying:

• Research the company: Start by checking the dealer’s website. Does it provide comprehensive information, or is it short on details? Look at the “About Us” page to see how long the company has been in business and where it is based. Then, compare that information to the company’s profile on the Better Business Bureau or the website Crunchbase to confirm it’s accurate.
• Check online reviews: Read the reviews on several sites, such as Better Business Bureau, Trustpilot, and Google. Look for common themes in customer comments, such as concerns about pricing or communication. If all the company’s positive reviews use almost identical language, that could be a sign the reviews are fake.
• Compare prices: All dealers will charge a markup, also known as a premium. This is how they make money so you can expect it. However, some unscrupulous dealers charge exorbitant fees. Check the spot price of gold and compare prices from several dealers to be sure you’re getting a fair price.
• Watch out for high-pressure tactics: The best companies will take the time to get to know you and your investing goals and explain the best options for you. If a sales representative pressures you to make an immediate decision or promises an unbelievable deal, move on. That is not the sign of a quality gold dealer.

What is the best company for me to buy gold from?

Once you have identified reputable gold dealers, it’s time to narrow your options and find one that is right for you. 

To do that, ask yourself these questions:

• What type of gold appeals to me? Each dealer will have its inventory of precious metals, including coins, bars, and rounds. Look for a dealer that has your preferred items.
• Do I want to buy online or in person? Online gold dealers are convenient, but some prefer to shop in person. Be sure to vet any local gold dealers to ensure they are a proven business and not a fly-by-night establishment.
• Can I return a purchase? Check for return policies and satisfaction guarantees, but be careful of potential restocking fees. Also, look for buy-back programs that will allow you to sell your gold back to the dealer when you’re ready to liquidate your investment.
• Is the company’s pricing transparent? You want to get the best value for your money, and companies should be upfront about their pricing. You may have to call if prices aren’t listed on the dealer’s website. However, a representative should respond quickly with reliable, transparent information.
• Are payment options convenient? Before you proceed to the payment portion of a transaction, be sure the dealer will accept your preferred payment method. Credit cards, wire transfers, electronic funds transfers, PayPal, and cryptocurrency are some of the payment methods gold dealers might accept. 

Tip

Looking to learn more about buying gold? Check out our beginner’s guide.

The advantages of buying gold online

While you could buy gold from a physical store, working with online dealers has several advantages:

1. Online gold dealers may be more affordable, thanks to lower overhead.
2. You’ll likely have a wider selection of metals to choose from.
3. Comparison shopping is quicker and more convenient online than in person.
4. You can take as much time as necessary to consider your purchase before paying.

No-rush, no-pressure shopping is a win in any circumstance, but it’s a must when buying precious metals. Buying gold online means you can move at your own pace, research your choices, and only finalize your order when ready. 

That doesn’t mean you’ll go it alone, though. Each of our recommended gold dealers offers top-notch customer service, with representatives ready to answer your questions and provide guidance along the way.

Read More

Is gold a hedge against inflation?

Our expert recommends: Evaluate gold dealers using these criteria

Erin Kinkade

CFP®

Make certain the dealers you’re comparing are all reputable and established. Avoid high-pressure, “too good to be true” promises or guarantees. Confirm that the dealer is insured. Request how it reports account balances and transaction history. It could benefit you to understand how they are regulated. These criteria are important to make sure your source is reputable, your investment is insured, and you’re communicated with about your investment. With respect to investment returns, gold will hold a value, just as a stock or bond would, and you don’t have control over that. But fees can affect your return, so be aware of hidden fees or a dealer’s high fees that could eat into your investment value. Also, doing your due diligence when seeking an online gold dealer can help protect your investment return from going to zero due to fraud or other illegal activities of the online gold dealer.

FAQ

Can I buy gold from multiple online dealers?

The short answer is yes. You can purchase from multiple online gold dealers. You could also buy from one dealer and sell to another; however, the price competition in this space is fierce, so you might find it difficult to make a profit.

Not all gold dealers are equal, so doing your homework before doing business with them is important.

Evaluate them based on reputation, pricing transparency, customer and third-party reviews, ratings with the Better Business Bureau and similar agencies, and whether they have a physical address.

Some gold dealers offer perks for repeat customers, such as periodic promotions like free storage, no-fee-for-life with specific account minimums, or affiliate or referral programs.

Where can I store the gold that I purchase?

There are three main storage options for gold:

• Home storage
• Bank safe-deposit box
• Depository

If your gold is held in an IRA, it must be kept at a depository, per IRS rules. Depository storage fees vary, but they generally run a few hundred dollars a year, depending on the value of your assets.

Gold stored at home should be kept in a secured location, and both home storage and bank storage may require additional insurance to protect your investment.

Is it better to buy bars or coins?

New gold investors often ask whether they should buy coins or bars. It depends on your situation, preferences, and budget. The following are important differences to consider.

Gold bars	Gold coins
Come in multiple sizes and weights	Wide selection and variety
Suitable for almost any budget	Ideal for trading and exchanging
Cost less to hold for the long term	Lower market risk
Less expensive to manufacture	Relatively easy to sell
Lower premium than gold coins	Liquid
Less portability and flexibility	Portable
May be more difficult to resell	Collectible

What other options do I have for investing in gold?

Investing in gold goes beyond buying the physical metal. IRAs let you invest in gold for retirement, while gold exchange-traded funds (ETFs) and mining stocks let you reap the benefits of gold investing with a lower barrier to entry.

Here are the basics of each one.

Option	What it is	Where to invest
Gold IRA	Tax-advantaged retirement account	Self-directed IRA set up by an approved custodian
Gold exchange-traded fund (ETF)	Fund that holds physical gold	Brokerage account
Mining stocks	Shares in a publicly traded mining company	Brokerage account

How we selected the best online gold dealers

Since 2020, LendEDU has evaluated gold dealers to help readers find the best precious metal IRAs and inventories for direct purchase. Our latest analysis reviewed 550 data points from 25 dealers, with 22 data points collected from each. This information is gathered from company websites, public disclosures, customer reviews, and direct communication with company representatives.

These data points are organized into broader categories, which our editorial team weights and scores based on their relative importance to readers. These star ratings help us determine which companies are best for different situations. We don’t believe two companies can be the best for the same purpose, so we only show each best-for designation once.

Higher star ratings are ultimately awarded to companies that create an excellent customer experience with a wide variety of metals for sale. This includes offering a free consultation, cost transparency, and unique benefits.

Recap of the best gold dealers